By Perry Rearick, Chief Editor, Follow Your Buyer
Thought for the Week – Looking at your content like your prospects do!
Effective B2B content marketers put a lot of effort in determining content themes and topics, creatively producing it, intentionally distributing it, and measuring the results.
We’re careful to ensure it is accurate and contains all the things we want to communicate to our target audiences. Did we capture our full capabilities? How many times did we include our brand name, and did it appear in the first sentence of the press release? Did we include that cool tagline we came up with, “experience and expertise”, and that our company is 40 years old?
But have you ever done a self-assessment of your marketing content based on its ability to engage your prospects and buyers with something they care about?
This requires us to assume the perspective of our target audience, one that is busy and might not be actively looking to purchase our products or services. They may be at their computer working on something else when our email pops into their in-box. What is going to make them read it, share it with a co-worker, or save it?
The best way to capture the attention of your target audiences is to include them in your content or highlight a challenge they have that you can help them with.
I encourage you to review the content you’ve created in the last month. How often does your target audience appear in the first sentence of your press releases, e-blast messages, and taglines? Do they appear at all?
If they don’t see themselves, chances are they aren’t engaging with the content you worked so hard to create.
This week, plan to assemble a team from your organization to review content as a group from your target audience’s point of view and be honest about what you find. Offer to buy lunch for the group, it will be the most beneficial lunch and learns you ever had.
I hope you have a great week!